About Us

Genesis was set up in 1990 by Peter Dealtrey as a marketing and intellectual property advisory business specialising in horticultural and agricultural plants.

Nurturing Ideas, Plants & Breeders

Genesis was founded by Peter Dealtrey over 30 years ago offering an independent technical, contractual, financial, marketing and export advice service to Breeders of new plants and trees. Since those early days the number of plants that we protect and licence has grown, now covering  a wide range of genera in annuals, perennials, shrubs and trees.

With this expansion in the business we were fortunate to attract the interest of Nigel Judd who joined Genesis as Commercial Director in 2016 with responsibility for new product trials, licensing and worldwide sales.  His wealth of experience in horticulture has added breadth and strength to the Genesis’ team, with particular emphasis on securing a supply chain solution for each new release from breeder to consumer.  See profile for Nigel below.

We are delighted to announce that Nigel has recently been appointed Managing Director, with support team at the Langford Office:

Sandra Hall (Secretary/PA to Nigel)

Karen Goodhew (Accounts & Royalty Administration)

Claire Banbury (Website/Product Portfolio) working remotely from South Wales.


Astrantia Sparkling Stars Red

Nigel Judd brings a wealth of experience in horticulture to Genesis, from plant propagation and trials through to general management, sales, new product development and marketing. His career started with Darby Nursery Stock then moved into the seed business with Floranova Limited plant breeders, thereafter taking on the role of Trials Manager at Moles Seeds. He spent 16 years with Thompson & Morgan where he headed up the Wholesale Division responsible for the company’s plant breeding programme, new product licensing and worldwide wholesale sales. Nigel has successfully launched a range of new products in various markets across the globe.

Some examples of new varieties Nigel has nurtured from early stages through to commercial reality are:  Salvia Amethyst and Cherry Lips, our extensive World of Ferns TM portfolio led by the award winning Dryopteris Jurassic Gold and Heuchera Frilly.

Contact Us

Feel free to give us a call on +44 (0) 1621 874808 or send us a message below.